Nike prepping footwear sizing feature for app, retail stores

Nike wants to make sure its customers buy footwear that fits and is prepping a Nike Fit functionality in its app and within physical store locations to make that happen.

The in-development Nike Fit feature, due to launch in July, scans a shopper’s feet to determine size. The retailer claims more than half of consumers are wearing wrong sized footwear, according to a CNBC report.

The retailer expects the sizing functionality to reduce returns, provide greater supply chain efficiency, as well as spur more footwear purchases.

The Nike Fit, according to CNBC, has been quietly tested for six months in three stores, and early results indicate greater sales conversion and less return activity. (Retail Customer Experience)